Reebok enlists Ryan Giggs for web push

Sportswear brand Reebok is to use exclusively streamed video footage of Manchester United footballer Ryan Giggs in a major online campaign.

The footballer will feature in an online-only campaign called 'Ryan Giggs at Home', created to promote Reebok's Strikezone range of football boots during the World Cup tournament.

The site (www.giggsathome.com) will feature six clips showing the footballer in a variety of comic situations at his home and local park while the World Cup is taking place.

Due to go live on 31 May, it will let users forward the clips to friends and will also feature a competition that allows visitors to win Reebok kit.

About 100,000 copies of a CD-Rom featuring the clips and behind-the-scenes information will also be distributed on the cover of football magazine Match after the site's launch.

The site will be promoted by marketing and communications firm Cake in chatrooms, forums and on www.eatmail.tv. Cake devised the campaign concept.

Commercial production firm Outsider created the video work for the campaign, while digital activity has been developed by digital agency unit9.

Piero Frescobaldi, director at unit9, said the work aims to continue communications created by Reebok's 'Belly' campaign with online consumers last year.

"There is a huge online community and these clips will not be seen on television,

said Frescobaldi. "As well as a branding promotion, this is a data capture exercise."

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